Interbike, the largest bicycle industry trade show in North America, announced this week, a new turnkey booth section on the show floor designed to highlight European brands seeking to enter the US market for the first time. EU@Interbike will spotlight up to 20 brands in the newly expanded Hall E during Interbike at the Mandalay Bay Convention Center this Fall.
“Our job is to connect innovative brands to retailers, distributors, media, etc.,” said Pat Hus, Vice President of Interbike. “Based on recent currency shifts, it has never been more attractive for European brands to make the investment into the North American markets. When you add that to the fact that U.S. distributors are aggressively looking to replace business lost from large component suppliers, it just makes sense for us to act as the facilitator between the two groups.”
The turnkey area will be featured in a new product zone at this year’s show and will be called out on all onsite maps and signage. European companies that participate will be able to do so with much lower costs than traditional tradeshow booths. In most cases brands would just need to bring sample products and staff in order to exhibit effectively.
Brands seeking to participate in the EU@Interbike opportunity must be a new exhibitor at Interbike, must be ready to initiate distribution of products into the N. American market in 2016 and must have company headquarters in Europe. This limited-space opportunity is designed to be an incubator of sorts for these brands, with a 2 year limit on participation in the area.
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